基于SWOT分析的微博营销策略研究摘要近年来，伴随着微博的发展和壮大，微博的营销策略在企业营销中的作用也在日益突出和明显，尤其是在企业的突发事件中微博传播的所聚集的“微”力量不可小视，因此探讨企业、媒体如何运用微博这种新型媒体形式来掌握舆情、引导舆论，对突发事件的解决有着十分重要的意义。当然，不仅是在突发事件中，在企业的日常运营中，借助微博这一平台进行企业的营销和推广也有着十分重要的意义。笔者通过SWOT分析法的应用对当前的微博营销进行了深入的分析，以期为企业的微博营销提供良好的思路和方向，让微博的“微”力量为企业提供巨大的助益。关键字：微博；企业；营销策略AbstractInrecentyears,alongwiththedevelopmentandgrowthofmicroblogging,microbloggingmarketingroleincorporatemarketingstrategiesarealsoincreasinglyprominentandvisible,especiallyinemergenciesintheenterprisemicrobloggingspreadgathered"micro"powerinconsiderable,soinvestigatecorporate,mediahowtousemicrobloggingtomasterthisnewformofmediapublicopiniontoguidepublicopinion,tosolveemergencieshasaveryimportantsignificance.Ofcourse,notonlyinemergencies,inthedailyoperationsofthebusiness,withthehelpofthisplatformforenterprisemicrobloggingmarketingandpromotionalsohasaveryimportantsignificance.TheauthorappliedSWOTanalysisofthecurrentmarketingmicrobloggingdepthanalysisinordertoprovidegoodideasanddirectionfortheenterprisemicrobloggingmarketing,sothat"micro"powerofmicrobloggingtoprovideenterpriseswithahugebenefit.Keywords:microblogging;enterprise;marketingstrategy目录摘要..................................................................................................................................................1Abstract.............................................................................................................................................1目录..................................................................................................................................................2一、引言..........................................................................................................................................3二、SWOT微博分析...............................................................................................................3（一）微博...............................................................................................................................3（二）微博的特征...................................................................................................................41.微博用户的草根化........................................................................................................42.微博内容的微小化........................................................................................................43.微传播工具的移动化....................................................................................................44.微博传播速度的即时性................................................................................................5（二）SWOT分析下的微博...................................................................................................5（1）.信息传播的平台....................................................................................................7（2）.自我表达的媒介....................................................................................................7（3）.舆论传播的集散地................................................
